As ever in Bad PR, separating the message of the data from its source is impossible – instead of real sociological research, this is nothing more than an online hook-up site touting for business in a national newspaper.

Christmas is a great excuse to get coverage for your company – a point which was unintentionally made astoundingly clear in the Daily Star last week, in a story with perhaps the most PR-per-inch of any I’ve ever seen.

740 million pounds is the total cost to British business for the nation’s hangover after Christmas

This claim was taken from a survey conducted in December 2012 by hotel firm Travelodge, presumably proving they can handle large sums (of course, elsewhere in the survey they covered their main talking point – their offer of a free makeover for female guests staying in a Travelodge hotel for a Christmas party).

All things considered, its quite a PR-dense databurst from the Daily Star, and an excellent illustration of the fact that once a story is out there, it bobs back to the surface time and again, sometimes losing the original commercial enterprise attached to it – making it harder and harder to identify as advertising.

Keep your eyes peeled over the next few weeks – this year’s batch are undoubtedly on their way.